As media businesses look to expand in the post-Covid era, cross-border publishing offers a world of possibilities. What is the best strategy to adopt, though? What are the potential pitfalls and just how important a role does technology play? To answer these questions and more, FIPP has released a new report looking at the state of cross-border publishing.
Expanding horizons: The state of cross-border publishing explores how some turbulent times – both the pandemic and cost-of-living crisis – have forced a reassessment among many publishers of how quickly and far they should branch out overseas.
“As pressures have got higher on publishers, priorities have changed,” says Alastair Lewis, Principal and Managing Director of FIPP Consulting. “When it comes to cross-border publishing I don’t think the wind is blowing in one direction, but rather in a bunch of different directions around the world.”
In addition to the latest trends to keep an eye on, the report looks at the models media businesses have adopted when it comes to cross-border publishing – both with many benefits and some drawbacks.
It also looks at the brands that have branched out with aplomb – from Vogue and National Geographic to TechRadar and Country Living – and what we can learn from their success stories.
The report includes a look ahead, how we will measure cross-border success in the future and the questions media groups need to ask themselves before expanding their horizons.
“Ten or 15 years ago predominantly UK publishers competed with one another over who had the greatest numbers of ‘flags in the map’ or overseas editions on marquee brands,” says Lewis.
“Today the picture is very different and the range of approaches and models different publishers are using across multiple platforms makes those kinds of comparisons impossible.”